Making the News: A guide to getting the media’s attention

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6. Build contacts.
Go back to journalists every time you have a story, especially those who seemed interested earlier. If you’re concise and reliable, and give them good stories, they will soon be phoning you for comments. When this happens, make sure that someone is available. A good relationship with a few journalists is worth a thousand press releases.

7. Choose the right media.
Who are you trying to influence? If you’re aiming to shift local public opinion, the local press is, of course, vital. When the UK student group People and Planet launched their Green Education Declaration, they targeted specialist education media. The news was read by fewer people than if it had been in mainstream media, but that audience included the decision makers whom the initiative was targeting.

8. Keep it human.
A single death is a tragedy; a million deaths is a statistic. For example, Disarm UCL is a group of students campaigning for an end to their university’s arms investments. They discovered that a University College London graduate named Richard Wilson had written a book about his sister’s death as a result of the arms trade. By involving Wilson in their campaign, they made the story more human and made it harder for their opponents to dismiss them as inexperienced and unrealistic.

9. Make it visual.
A good image can make or break your chances of coverage. Photo stunts should be original and meaningful but not too complicated. A great example is students who dressed in military jackets and mortarboards to illustrate military influence on universities. With photos of protests, be careful about the background. I’m amazed how often people protest outside a shop or company without ensuring that the company’s name is visible in shots of the demonstration. Specialist media will often use photos provided by campaigners, so it’s worth finding someone who’s good with a camera.

10. Keep going.
Media liaison is hard work, especially when you are new to it. But don’t give up! The more you do, the more contacts you will acquire and the more coverage you will get. Keep your press releases and your phone calls regular. It will all be worth it when you see the coverage making a difference to your campaign.

Symon Hill provides media training to activists and faith-based groups. His website is www.symonhill.co.uk. Reprinted from Red Pepper, a British magazine of radical social politics; www.redpepper.org.uk.

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